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According to Brett McMickell, Kubota’s presence at CES was in part about finding opportunities to leverage technologies.

CES 2024 saw many off-highway equipment OEMs exhibiting at the traditionally consumer-focused show. Here’s what some of them said when asked why.

Why did equipment OEMs exhibit at CES 2024? Becky Schultz asked several OEMs, including Caterpillar’s Greg Worley.